More Opinion articles

Ozone engagement data from the past three FIFA World Cups unearths a trio of brand insights for a summer of sport.

Dom Mernock, director at specialist marketing agency Engage, explores the world of sport marketing and how an evolving approach is the only way to truly ensure meaningful fan engagement.

If ex-Google man Matt Brittin becomes the BBC’s next director-general, he’ll be the first in more than 80 years to run the Corporation without any experience of journalism, broadcasting, or programme-making. 

Aviva’s Stuart McDonald from the ISBA Media Leaders group discusses how the next generation of internal marketing teams will not be defined by how much they produce, but by how effectively they bring it all together.

Thinkbox’s Profit Ability 2 proved that all forms of advertising pay back, especially when sustained effects are measured. Now Route Research isolates how to get the best out of your OOH media investments.

What would industrial-scale success look like for Unilever’s creator army? They will need to be deliberately organised, aligned, supplied, and deployed, writes Kantar’s chief insights officer. 

Channel 4’s chief commercial officer, Rak Patel, answers our probing and quick-fire Leading Questions.

Regulating the use of social media needs to be implemented not only for children, but also for the adults who influence them; otherwise, real change is impossible, writes DEPT’s editorial director.

When integration moves from a buzzword to a lived experience, it makes the work more exciting, more rewarding, and ultimately, more impactful. Caroline Manning shares the secrets of integrated success. 

Sporting moments create opportunities for mobile live stats, tailored offers, or loyalty rewards, rather than interrupting the flow of the game, says Digital Turbine’s chief business officer.